Marketing Research
Exam Questions
Course Introduction
Marketing Research is an essential course that explores the systematic process of collecting, analyzing, and interpreting data relevant to marketing decision-making. The course covers fundamental topics such as research design, sampling techniques, data collection methods, and the use of statistical tools for analyzing market trends and consumer behavior. Students will learn how to apply both qualitative and quantitative research methods to solve real-world marketing problems, assess market opportunities, and measure the effectiveness of marketing strategies. Through practical projects and case studies, the course aims to develop critical thinking and analytical skills necessary for making informed marketing decisions in dynamic business environments.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 14th Edition by William Arens
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Chapter 1: Advertising and IMC Today
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Sample Questions
Q1) A direct-mail ad exemplifies _____.
A)covert advertising
B)public service advertising
C)awareness advertising
D)noncommercial advertising
E)action advertising
Answer: E
Q2) The sponsor does not usually produce the message.
A)True
B)False
Answer: True
Q3) The type of advertising published in psychiatry journals aimed at practicing psychiatrists is referred to as _____.
A)trade advertising
B)professional advertising
C)consumer advertising
D)noncommercial advertising
E)retail advertising
Answer: B
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Page 3
Chapter 2: The Big Picture: The Evolution of Imc
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Sample Questions
Q1) Which of the following statements is true of the traditional advertising industry in America in the beginning of the 1990s?
A)The traditional advertising industry suffered from overpopulation.
B)Clients were satisfied with the results from their promotional dollars.
C)The traditional advertising industry found it easiest to reach affluent consumers.
D)The traditional advertising industry was deregulated, which led to international growth.
E)The traditional advertising industry faced the greatest level of prosperity in its history during the postindustrial age.
Answer: A
Q2) Economics has created the need for advertising and has made it a staple of the free enterprise system.
A)True
B)False
Answer: True
Q3) Which is the first U.S. publication for ad profession?
Answer: Printers' Ink is the first U.S. publication for ad profession.
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) Which of the following is true with regard to advertising agencies?
A)They can be held legally liable for fraudulent or misleading advertising claims.
B)They can safely bypass product claims verification before using them in advertising.
C)They rarely submit ads for review as they cannot be held legally liable for false or deceptive advertising claims.
D)They never monitor their own practices.
E)They are major regulators of advertising for products sold in interstate commerce.
Answer: A
Q2) The _____, an association of the largest ad agencies in the United States, controls agency practices by denying membership to any agency judged unethical.
A)American Advertising Federation
B)Association of National Advertisers
C)Consumer Federation of America
D)American Association of Advertising Agencies
E)National Advertising Review Council
Answer: D
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Chapter 4: The Scope of Advertising: From Local to Global
Part Two: Crafting Marketing and Advertising Strategies
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Sample Questions
Q1) If an agency were to buy an ad in a magazine for a company that sells customized fabric, the ad would cost $5,000. How much money would the agency send the publication after deducting its media commission?
A)$4,850
B)$4,250
C)$5,000
D)$5,150
E)$5,750
Q2) Which of the following is not true of creative boutiques?
A)Usually, the founders of a creative boutique are graphic designers and/or copywriters.
B)They occasionally subcontract to ad agencies.
C)They tend to be limited to the role of creative suppliers.
D)They provide the same research, marketing, sales expertise, and deep customer service that full-services agencies offer.
E)They focus on developing exciting creative concepts.
Q3) Why is local advertising often referred to as retail advertising? Is all retail advertising local advertising?
Q4) What is the difference between international media and foreign media?
Page 6
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Chapter 5: Marketing and Consumer Behavior: The
Foundations of Advertising
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Sample Questions
Q1) _____ is the theory of learning associated with the Russian psychologist Pavlov.
A)Social cognitive theory
B)Operant conditioning
C)Classical conditioning
D)Elaboration Likelihood Model
E)Hierarchy of needs
Q2) _____ are the basic, often instinctive, human forces that motivate us to do something.
A)Needs
B)Motives
C)Stimuli
D)Attitudes
E)Habits
Q3) Which of the following is true of mental files?
A)Memory is not affected by a person's biases.
B)Its is important that advertisers understand what is in the consumer's mental files.
C)Memory is an unlimited resource.
D)Advertisers cannot modify consumers' mental files.
E)Information in mental files is stored randomly.
Page 7
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Chapter 6: Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy
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Sample Questions
Q1) In terms of user status, _____ perceive two or more brands to have superior attributes and will buy at full price.
A)repertoire users
B)aware nontriers
C)sole users
D)semi-sole users
E)trial/rejectors
Q2) By marketing products to people who desire a luxurious lifestyle, a company is using _____ segmentation.
A)volume
B)psychographic
C)geodemographic
D)geographic
E)need-based
Q3) VALS, a psychographic classification system, assigns consumers to one of eight groups based on two dimensions: primary motivation and resources.
A)True
B)False
Q4) Describe the steps involved in the market segmentation process.
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Chapter 7: Research: Gathering Information for Imc Planning
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Sample Questions
Q1) In clutter tests, respondents are shown test commercials, usually in shopping centers, and questions are asked before and after exposure.
A)True
B)False
Q2) A health care provider accessed a government Web site to obtain information about the regions with the highest concentration of senior citizens. The information accessed is an example of secondary data.
A)True
B)False
Q3) A common method of gathering primary research data is the _____, in which the researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers.
A)central location test
B)observation method
C)survey method
D)experimental method
E)clutter test
Q4) Briefly describe how companies use pretesting to help make decisions about media advertising.
Page 9
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Chapter 8: Marketing and Imc Planning
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Sample Questions
Q1) Which of the following is the first step in the bottom-up marketing plan?
A)Finding a unique marketing tactic
B)Evaluating marketing results
C)Forming marketing strategies
D)Setting marketing objectives
E)Conducting a situation analysis
Q2) In terms of developing an IMC budget, the _____ method is an attempt to link promotional dollars with sales objectives.
A)percentage of sales
B)competitive parity
C)percentage of profit
D)share of market/share of voice
E)objective/task
Q3) What are the functions of a marketing plan?
Q4) Briefly describe the importance of a mission statement.
Q5) Distinguish between sales target objectives and communication objectives.
Q6) In consumer goods marketing, increases in market share are closely related to increases in the marketing budget.
A)True
B)False
Page 10
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Chapter 9: Planning Media Strategy: Disseminating the
Message Part Three: Creating Advertisements and Commercials
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Sample Questions
Q1) Describe how spillover media pose a problem for global marketers.
Q2) Advertisers use the continuous method of media scheduling for products and services that experience large fluctuations in demand throughout the year.
A)True
B)False
Q3) For high-ticket items that require careful consideration, a method for media scheduling known as _____ that refers to running the same commercial every half hour on the same network during prime time can be effective.
A)pulsing
B)bursting
C)roadblocking
D)flighting
E)continuous schedule
Q4) List the two methods an advertiser may use to accumulate reach.
Q5) Familiarity with the advertiser's campaign always affects motivation significantly but attention very little.
A)True
B)False
Q6) Briefly describe audience objectives. Page 11
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) Which of the following members of a creative team is responsible for developing the copy spoken by an imaginary persona?
A)The layout artist
B)The creative director
C)The copywriter
D)The graphics artist
E)The art director
Q2) For clients, recognizing a big idea and evaluating it is easier than coming up with one.
A)True
B)False
Q3) According to Roger von Oech, the role of the _____ in the creative process involves overcoming excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.
A)Warrior
B)Explorer
C)Artist
D)Detractor
E)Judge
Q4) In the advertising process, who are the creatives?
Page 13
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Chapter 11: Creative Execution: Art and Copy
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Sample Questions
Q1) In a print ad, the _____ is a link between the headline and the sales ideas presented in the text.
A)demonstration
B)close
C)pasteup
D)lead-in paragraph
E)hook
Q2) Copywriting for print media should be clearer than radio writing.
A)True
B)False
Q3) A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used?
A)Animation
B)Musical
C)Lifestyle
D)Testimonial
E)Straight announcement
Q4) How can information provided on a website be concise and comprehensive at once?
Page 14
Q5) Describe the three purposes of developing print layouts for an ad.
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Chapter 12: Print, Electronic, and Digital Media Production
Part Four: Using Advertising Media
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Sample Questions
Q1) Letters and fliers commonly use cover paper.
A)True
B)False
Q2) A(n) _____ is a single ink premixed according to a formula and given a specific color number.
A)answer print
B)blueline
C)PANTONE color
D)display type
E)color key
Q3) The _____ uses a series of four very thin sheets of plastic pressed together. Each layer's light-sensitive emulsion turns one of the process colors when exposed to certain wavelengths of light.
A)answer print
B)blueline
C)press proof
D)analog proof
E)color key
Q4) What is a wireframe?
15
Q5) What does an agency mean when it says that print production is at the blueline?
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Chapter 13: Using Print Media
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Sample Questions
Q1) Which of the following is true of controlled circulation for business publications?
A)The publisher must run a series of marketing tests before new subscriptions can begin.
B)The publisher limits the number of advertisers in the publication to a maximum of twenty.
C)The publisher limits the number of copies available so that a premium price can be charged for each issue
D)The publisher mails the magazine free to individuals who may influence the purchase of advertised products.
E)The publisher distributes the magazines through exclusive distribution channels rather than sending them via mail.
Q2) What is meant by the rate base?
Q3) What are the three dates that affect magazine purchases?
Q4) Describe any six benefits an advertiser can receive by advertising in newspapers.
Q5) Describe the classification of newspapers by the frequency of delivery and physical size.
Q6) Describe the standard-size newspaper format.
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Chapter 14: Using Electronic Media: Television and Radio
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Sample Questions
Q1) In terms of network advertising, when an advertiser underwrites the total cost of a program, it is referred to as _____.
A)barter syndication
B)imagery transfer
C)sponsorship
D)narrowcasting
E)customization
Q2) Which of the following is true of barter syndication?
A)It involves original shows which are produced specifically for the syndication market.
B)It involves former popular network programs sold to individual stations for rebroadcast.
C)It involves first-run programs offered free or for a reduced rate, but with some of the ad space presold to national advertisers.
D)It functions through a system in which episodes of a television series are run many times a day.
E)It involves the process of showing different television series at the same time daily so that it appears as a strip across an entire week.
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Through the use of _____ , an Internet user can include graphics, video, and audio in his/her e-mail messages.
A)spam
B)snail-mail
C)rich-mail
D)button
E)interstitial
Q2) Electronic junk mail is also called:
A)spam.
B)responsible e-mail.
C)cookie.
D)Trojan.
E)blog.
Q3) Define viral marketing.
Q4) When mobile advertising was first introduced, the carriers controlled a lot of the inventory as they limited the amount of traffic that went outside their deck.
A)True
B)False
Q5) What is an interstitial?
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Chapter 16: Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising
With Other Elements of Imc
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Sample Questions
Q1) A company's trade-show effort may be wasted if prospects' names are not collected and organized properly.
A)True
B)False
Q2) The _____ is a legislation that controls outdoor advertising on U.S. interstate highways and other federally subsidized highways.
A)Federal Trade Commission Act of 1934
B)Federal Communications Controls Act of 1971
C)Highway Beautification Act of 1965
D)Warren/Magnuson Highway Act of 1986
E)Environmental Protection Law of 1955
Q3) A way to reach movie and television audiences is to pay a fee to have the product written into the movie or program. This is known as product placement.
A)True
B)False
Q4) Yellow Pages ads should tell people "why" to make a purchase, not "how" to make a purchase.
Page 19
A)True
B)False
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Chapter 17: Introducing Social Media
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Sample Questions
Q1) Briefly explain, with a suitable example, the concepts of transparency and authenticity with respect to social media?
Q2) _____ is the term used to describe those Web sites where people congregate based on some shared interest.
A)Social bookmarking
B)Schmoozing
C)Trending
D)Emailing
E)Social networking
Q3) Social ads are more expensive than search ads.
A)True
B)False
Q4) Social media brings the human element into advertising and marketing.
A)True
B)False
Q5) What is the difference between social media and traditional media?
Q6) Typically blogs are personal in nature.
A)True
B)False
Q7) Briefly describe blogs.
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Chapter 18: Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
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Sample Questions
Q1) Describe folders and broadsides, two types of direct-mail formats.
Q2) The single biggest weakness of personal selling is that it:
A)is the most costly way to communicate with prospects.
B)is not a one-on-one medium of communicating with customers.
C)prevents sales representatives from observing customers' nonverbal signs.
D)does not allow representatives to demonstrate products live.
E)is the most ineffective way of developing customer databases.
Q3) A _____ is paid by a manufacturer for the privilege of obtaining shelf space for a new product.
A)slotting allowance
B)buyback allowance
C)forward buying allowance
D)premium
E)rebate
Q4) Personal selling is the most costly way to communicate with prospects because:
A)it has a poor reputation among customers.
B)it is labor intensive in nature.
C)it does not give sales reps the flexibility to negotiate with prospects.
D)it has high time-constraints for sales representatives.
E)it cannot be integrated into a company's marketing strategy.
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Chapter 19: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue
Repositioning a Brand
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Q1) The primary goal of public relations is to gain commercial incentives from all sectors of its public.
A)True
B)False
Q2) Which of the following statements about publicity is true?
A)It is a super set of public relations.
B)The media bills its expenses to a company.
C)It involves the generation of news.
D)It has limited sources from which it is generated.
E)It is invariably easy to manage.
Q3) The goal of PR is to:
A)gain complete control over its stakeholders.
B)finance a company's activities.
C)develop and maintain goodwill with most of its publics.
D)advertise a company's products to all segments of its publics.
E)recruit and manage the company's human resources.
Q4) A house organ's main purpose is to raise funds for a company's projects.
A)True
B)False
Q5) What is community involvement? Describe. Page 22
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